Lowdown: Collaborative consumption

Nadya Powell

This brief article describes the rise of 'collaborative consumption' - a form of market activity which allows people to utilise their possessions, space and skills better through sharing, renting, swapping or otherwise exchanging their resources.

Lowdown: Collaborative consumption

Nadya PowellMRY

Sometimes things move quickly from being a buzzword to a revolution and such is the case with collaborative consumption. Coined in 2010 by Rachel Botsman and Roo Rogers in their book What's Mine Is Yours, by 2013, it has been on the front cover of The Economist and lauded by Time Magazine as one of 10 ideas that will change the world.

So what is it? If you have holidayed through Airbnb or rented a Zipcar, you've partaken of collaborative consumption. It is defined by www.collaborativeconsumption.comas:...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands